REBRANDING

PREPARED FOR:

Twin Lakes

Three Brands

Keep the current TLTC logo, remove “telephone”

Update the logo for the Cooperative only

Brand all three companies under one umbrella name

Change the Cooperative and Communications logos only, and keep OnWav as it appears now

Branding Options

Option 1 Keep the current TLTC logo, remove “telephone”

PROs CONs

Familiarity – Customers know the Twin Lakes Logo

Just removing “Telephone” is not a bigenough change for customers to noticethe wide scope of services Twin Lakeshas to offer

Get rid of undesirable associations – Telephone does not reflect our currentservice offerings and futuredevelopment

Cost being spent on removing “Telephone” only would not beefficient spending

Not taking advantage of updating ourpositioning of the company by justremoving Telephone

Option 2 Update the logo for the Cooperative only

PROs CONs

Functional Brand Name and Logo –Important to reflect the serviceofferings in the brand name and logo aswell

Cost

Good timing – New building, servicerollouts, taking telephone out already

Time consuming

Opening ourselves to new services and markets – this is the moment to give us a New Direction as a company

Negative Reaction at First

Option 2 (cont.)

Update the logo for the Cooperative only

PROs CONs

Adds motivation and jump start to employees – showing another way of how we are moving forward as a company with our services

Customer and Employee Confusion(long term) to only change theCooperative logo and not address anyfurther logo changes for OnWav andCommunications

Company has technologically changed since logo was created and we will have continued service growth

Only changing the Cooperative logo willresult in higher advertising cost in the long run due to Communications andOnWav logo staying the same

Tree and Water do not reflect the current services

Option 3 Brand all three companies under one umbrella name

PROs CONs

The word cooperative is perceived tobe more negative than positive. It is notsynonymous with technology, growthor the latest and greatest services wehave to offer.

Overall Cost

Good timing – New building, servicerollouts, taking telephone out already

Time consuming

Gives distinct representation of the services offered with a sub-name under Twin Lakes

Negative Reaction & Confusion at First,but in the Long run it would grow

Option 3 (cont.)

Brand all three companies under one umbrella namePROs

Twin Lakes is the name customersrecognize – not the telephonecooperative name – important if youchange the name under Twin Lakes –the logo must be changed to see thedevelopment.

Added motivation and jump start toemployees – showing another way ofhow we are moving forward as acompany with our services

Company has technologically changed since logo was created and we will havecontinued service growth

Avoids brand confusion for Employeesand customers if logo is universal

Functional Brand Name and Logo – Important to reflect the service offerings in the brand name and logo as well

The current logos do not reflect thehigh tech services we offer.

There would be greater flexibility for marketing and advertising – allowing advertising and marketing dollars to be maximized.

Aids in Marketing to the youngergeneration – who are beginning tomake financial decisions

Option 4 Change Cooperative and Communications, keep OnWav the same

PROs CONs

It is important to maintain a universalimage for the logo of Twin Lakes toreduce confusion

Overall Cost – 95% Of Respondentsfrom the Survey Pivot conducted wereunaware of the OnWav brand. This willresult in heavy advertising costs andtrying to develop the perception of abrand new company.

Ability to branch out with appearanceof new company

Time consuming

Brand Confusion for employees andcustomers

Option 4 (cont.)

Change Cooperative and Communications, keep OnWav the same

CONs

Customers will eventually find outOnWav is a Twin Lakes Service

Customers would like more informationon OnWav before switching, accordingto the Survey Pivot conducted. TheTwin Lakes name has a betterfamiliarity then OnWav.

Examples of companies that have decided to make the switch to a new, updated logo and name change.

Canby Telephone Association rebranded to Canby Telecom

• The company began as Canby Telephone Association.• Add subsidiary “DirectLink” for TV, LD, VM and Internet• Added “Web-ster” for Internet only. • Consolidated down to CTA and Web-ster when closed TV.• Added TV back (2005) and needed to consolidate brands –

chose new name and brand CanbyTelcom to represent all services.

• Multiple companies – phone, Internet, wireless• Five Oregon locations, “Cascade Telephone”,

“Cascade Access” etc. • One Arizona location “Mesquite Telephone” etc.• Changed to one name and brand for all “Reliance Connects”

Examples of companies that have decided to make the switch to a new, updated logo and name change.

UBTA-UBET Communications Rebranded to Strata Networks

• The company began in 1948.• They changed their brand name in 2009.• Their website lists the legal name of the company is still

UBTA-UBET Communications. • They do business under the STRATA Networks name for

advertising purposes. • They describe how they have moved forward for their

customers – adding layer upon layer, strengthening and building upon the cooperative’s original foundation.

It allows Starbucks to branch off of its core brand and sell additional branded product lines such as tea, pastries, and not just stand alone coffee.

After 25 Years, Microsoft made headlines when it changed its italicized logo and changed to a more updated, colorful look.

Microsoft is an example of a functional brand name – Microsoft – for the software they create. Microsoft took its inspiration from their products offered and created the new design.

1987 2012

Comcast changed its logo to look like the NBC logo since it acquired 51% in 2011.

After comparing the pros and cons of the 4 options for rebranding and researching other company rebrands – It is recommended to follow through with option 3:Change logo to be universal under one umbrella name for all 3 companies – Cooperative, Communications and OnWav.

There are many companies who have gone through various logo changes through their decade’s long histories.

The question is, “Why?”

When companies have changes in their organization, sometimes it is the clear choice to reflect those changes with an updated look to their company.

Recommendations

Each brand and company evolves at its own pace through the years.

Not every specific change should be reflected in one logo, however, creating a logo that reflects the overall services of the company is important.

It is also important to evaluate the company brand and image when introducing multiple new company products and services, which Twin Lakes is currently doing just that.

The timing is perfect for this switch that we believe is essential to Marketing Campaign Success and the success of the Company as a whole.

Recommendations

Recommendations

The older demographic is the majority of our current customer base according to our recent survey conducted by Pivot.

While we agree Twin Lakes should stay a part of the name and logo, we feel a much more modern, high-tech logo and marketing campaigns are needed to attract the younger generation, which is the most technologically driven.

Whether someone new is coming into our service area or our current customers become interested in additional services, we want to ensure those individuals understand what we have to offer and can visually see our growth.

Recommendations

Marketing and Advertising will be much simpler financially and technically. Campaigns will have that updated feel to them as well. The benefits gained from rebranding to one unified logo with functional brand names attached highly outweigh the cost and as we make these changes and it will create a positive reinforcement to our company culture.

Now is the time to make the rebranding change.

Discussion

Next Steps

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